In their BlogWell Los Angeles presentation, Mattel's Senior Manager, Social Media, Travis Harding, and Manager of Social Media for Barbie & Girls, Jessica Kimiabakhsh, share how they successfully
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In their BlogWell Los Angeles presentation, Mattel's Senior Manager, Social Media, Travis Harding, and Manager of Social Media for Barbie & Girls, Jessica Kimiabakhsh, share how they successfully integrated social media into their "Barbie For President" campaign.

They talk about the campaign from the objectives to the results and how they engaged fans on Instagram, Tumblr, Twitter, and Facebook.

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BARBIE FOR PRESIDENT 2012 CAMPAIGNThe objectives of the US-driven Barbie for President campaign:• Create cultural noise and maximize impact with seamlessly integrated social and PR activations• Optimize trending topics timed to election buzz• Leverage aspirational DNA and I Can Be… messaging to inspire fans to engage with and advocate her Presidential run 3

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KEY INSIGHTS & LEARNINGS #Barbie2012 hashtag garnered significant traction on Twitter and Instagram Overall, Tumblr posts that included media-rich content received the highest re-blogs and likes, demonstrating followers engaged well with visual content • Barbie’s re-blogged posts from other pages (The Glitter Guide, Glamour, etc.) were well received by followers • The Barbie 2012 Glam-paign Giveaway post was the most popular post to date Tumblr posts that were supported with global Facebook posts and tweets received higher engagement, suggesting that fans did not organically visit the Tumblr page regularly • Global Facebook posts and tweets that include the Tumblr post asset received higher reblogs and likes than those without 25

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KEY INSIGHTS & LEARNINGS Over 80% of Tumblr users consume content through newsfeeds, resulting in fewer page views and higher re-blogs and likes of Barbie content through the newsfeed location In-store displays of product garnered a high volume of photos on Twitter and Instagram Through an integrated social and PR strategy, Barbie’s 2012 presidential glam-paign received significant media coverage and social fan engagement as a culturally relevant activation 26

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SocialMedia.org This video is from Case Studies Learn more about past and BlogWell San Francisco June 20, 2011 upcoming BlogWellsThis presentation is from socialmedia.org/blogwellBlogWell socialmedia.org/blogwell Los Angeles December 5, 2012 socialmedia.org/blogwell